Anna Wang

Business problem

Vodafone wanted to be the first Australian telco to bring Wi-Fi 7-enabled modems and Wi-Fi mesh units to the market.

My role

I worked on this project as the UX copywriter, collaborating with a visual designer, delivery lead, software engineer, and product owners to bring the vision to life.

Beyond the usual content design responsibilities, I also crafted the go-to-market messaging used across product, digital, and marketing channels. This messaging went through intense legal scrutiny – no surprise, given the telecommunications industry has been under the regulatory microscope in recent years. Every word had to earn its place.

Discovery

This project was unique in that product and business priorities led the way, given the strategic importance of the launch. Our role was to advocate for user needs while balancing them against business goals and product requirements.

We kicked off by exploring key areas to guide our decision-making:

• Competitor analysis – to understand market standards and opportunities
• Stakeholder consultation – to align on goals and expectations
• End-to-end journey review – including paid and organic entry points, product comparison flows, and cart experiences.

Design and iteration

The key components of this project included:

• A campaign page to support marketing efforts and product integration
• An onboarding hub designed to guide and support new users
• A full journey review, covering everything from entry points to product comparison and cart experiences
• A support content audit to ensure help materials were clear, consistent, and aligned with the updated experience
• Go-to-market messaging that was engaging and aligned product and legal requirements

Each element worked together to create a more cohesive and user-friendly experience, while meeting business and product goals.

User-driven outcomes

We were proud to be the first Australian telco to launch a Wi-Fi 7-enabled modem – a major milestone for the business. I used insights from user testing to guide decisions and advocate for content flow and messaging that balanced business requirements with user needs.

One of my core principles in content design was especially important on this project, given the pressure from product and business stakeholders: Tell the user what they need to know – not just what the company wants to tell them.

Here are excepts from the final pages:

Business need: We want to create excitement about Wi-Fi 7.
User need: I don’t know what Wi-Fi 7 is, or that Wi-Fi even has generations.

User need: I want to learn more about the benefits of Wi-Fi 7.

Business need: We want to sell Wi-Fi Mesh units.
User need: I have no idea what Wi-Fi Mesh is.

Business need: We want to entice customers to purchase plans with the new modem and mesh.
User need: Why should I buy a plan with the new modem and mesh? What makes it different to others?

Business need: Create opportunities to cross-sell the mesh unit.
User need: I only want to see things that are relevant to me.

Business need: We want to create more opportunities to promote our products and improve organic traffic.
User need: I want content that is actually useful to me, my family, and my life.